More than 60% of consumers are concerned about hair thinning, a figure that Coty-owned salon hair care brand Nioxin aims to solve with its new product range.
As part of the brand's relaunch, Nioxin commissioned research into the psychological impact of hair thinning from Yale University psychologist, Dr Marianne LaFrance.
Nioxin and LaFrance surveyed 4,000 adults across six markets and discovered that hair thinning was a growing concern among younger consumers, with 25-34 year olds the most worried about the condition.
LaFrance linked hair loss concerns among millennial consumers to social media and the pressure to be ‘selfie-ready’.
“The data clearly shows that the experience of hair thinning leads some people to reduce the uploading of photographs to social media sites because they have concerns about their appearance and prefer not to leave a permanent record of how they look,” said Dr LaFrance.
Female concerns
Over half of women (52%) reported being less likely to take a selfie and upload pictures onto social media if they experienced hair thinning, compared to a third of men (33%).
According to the researchers, these figures suggest that women’s sense of self is closely tied to their physical appearance.
The professional hair care brand hopes to use these figures to support the launch of of its new formulas that aim to provide fuller hair.
The new 3-Part Systems Kits include shampoo cleanser, scalp revitaliser and scalp treatment contain formulas that are said to target different conditions of the hair, i.e. dyed or thickness.
Consumers will be prescribed a specific kit after attending a salon consultation to assess hair damage and the condition of the scalp.
